Kraken was named the Official Crypto Exchange Supporter of the 2026 World Cup back in June, marking the first time a major crypto exchange has been embedded into FIFA’s flagship event at that level.

Fan tokens and digital cards are surging

Sorare, the blockchain-based fantasy sports platform, has reported significant trading volume for digital cards of players like Erling Haaland and Harry Kane during the tournament. When a striker scores a brace in a quarterfinal, his digital card doesn’t just sit there. It gets bid up like a hot IPO.

Fan tokens tied to national teams have also seen increased market interest. Tokens associated with Argentina and Spain, two of the tournament’s heavyweights, have drawn attention from traders looking to ride the emotional momentum of match results.

The crypto assets most closely linked to the event include CHZ (the native token of the Chiliz ecosystem), AVAX (Avalanche’s token, given the blockchain firm’s FIFA partnership), SOL, and LINK. Analysts have highlighted these as tokens that could see increased interest during the knockout phases of the tournament.

Meme coins are doing meme coin things

$HAALAND on Solana has been experiencing price surges that correspond to Norway’s match results. When the man scores, the token pumps.

Why this World Cup is different

The 2026 tournament is the first World Cup jointly hosted by three nations: the US, Mexico, and Canada. It’s also the first to feature 48 teams, up from the traditional 32. More teams means more matches, more storylines, and critically, more surface area for fan engagement products to find an audience.

FIFA’s decision to partner with blockchain firms like Kraken, Chiliz, and Avalanche isn’t charity. It’s a calculated bet that digital collectibles and tokens represent the next frontier of fan monetization.